scholarly journals “The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising

2020 ◽  
Vol 9 (7) ◽  
pp. 123 ◽  
Author(s):  
Vincenzo Russo ◽  
Riccardo Valesi ◽  
Anna Gallo ◽  
Rita Laureanti ◽  
Margherita Zito
Keyword(s):  
Mere Exposure ◽  
Communication Strategy ◽  
Television Commercials ◽  
Media Planning ◽  
Media Communication ◽  
Cross Media ◽  
Web Surfing ◽  
Media Channels ◽  
The Mind ◽  
Theater Of The Mind

Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers’ response to the same advertisement shown on television (TV) or as a banner on a website. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. Half were first exposed to the same advertisements via radio. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. Moreover, they had a different kind of visual attention to the website banners. This pattern of results indicates the effect of mere exposure—that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

Patanjali Ayurved Limited’s Skin Ailment Advertisement: What Have We Learnt?

2020 ◽  
pp. 231971452092517
Author(s):  
Vinod Kumar ◽  
Vandana ◽  
Moulik Wason
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Management Strategy ◽  
Communication Strategy ◽  
Negative Response ◽  
Young Generation ◽  
Marketing Communication ◽  
Print Advertisement ◽  
Dark Complexion ◽  
Media Channels

On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such as Twitter, online blogs, news sites, etc. Users of social media clearly expressed their unacceptance towards the content of the ad. PAL tried to pacify the crowd by sending their spokesperson’s reply on Twitter. Seeing the continuous negative response, Baba Ramdev, co-founder and brand ambassador of PAL, responded on the next day in order to bring the situation under control. In such a scenario, PAL is analysing the entire incident and planning to revisit its marketing communication strategy. PAL is thinking not only to avoid such a situation but also to devise a better crisis management strategy for the future.

scholarly journals Travels with Jack

Resonance ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 94-115
Author(s):  
Jacob Smith
Keyword(s):  
Radio Drama ◽  
Audio Technology ◽  
Field Recordings ◽  
Field Recording ◽  
Cultural Dialogue ◽  
The 1960S ◽  
The Mind ◽  
Nonprofit Arts ◽  
Different Cultures ◽  
Theater Of The Mind

Nonprofit arts organization the ZBS Foundation began as a “media commune” in the early 1970s and continues to the present day: a period that spans dramatic changes in American radio culture and audio technology. The key creative figure at ZBS is the writer and producer Thomas Lopez, whose work serves as a case study in a “post-network” style of radio drama, one shaped by multitrack editing, field recording, and the ethos of the 1960s counterculture. The ZBS aesthetic comes into sharpest focus in the Jack Flanders adventure series, which demonstrates how ZBS adapted a “theater of the mind” approach to radio drama to create a “theater of the mind-body” that re-accentuated earlier conventions of the radio adventure serial for a countercultural audience. Lopez’s increasing use of field recordings to structure his narratives established a formal tension between the inner exploration of the hero’s psyche and an encounter with different cultures. I chart the development of this formal tension in ZBS’s theater of the mind-body and argue that Lopez’s work with ZBS is a bridge across multiple eras of radio, an archive of enduring characters and distinctive styles of storytelling, and a sonic laboratory for the fostering of cultural dialogue through sound.

Channelling Our Efforts: Europlanet in Social Media

2020 ◽  
Author(s):  
Helen Usher ◽  
Sarah Roberts ◽  
Anita Heward
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Planetary Science ◽  
Communication Strategy ◽  
Media Communication ◽  
Mailing Lists ◽  
The Social ◽  
Science Community ◽  
Social Media Communication

<div dir="ltr">The (small) Europlanet social media team has agreed aims of: Informing, Enthusing, Engaging, Encouraging and Celebrating the European Planetary Science Community and the wider community too.  Their work supplements the more traditional channels of website, newletters and mailing lists.</div> <div dir="ltr"> </div> <div dir="ltr">But how can this be done most effectively?  What channels should be used?  What content? What frequency?</div> <div dir="ltr"> </div> <div dir="ltr">If the needs of the communities are to be met, they first need to be identified.  There is currently a lack of data for this.</div> <div dir="ltr"> </div> <div dir="ltr">The proposed interactive poster will pose some questions for the community to consider during EPSC2020, link to a survey for data collection, and use the interactive, virtual nature of the meeting to stimulate a wide discussion.  The data and views of the community will then be used to inform the social media communication strategy for the remainder of the Europlanet 2024 RI Programme.</div>

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